A Study On The Impact Of Reverse Intergenerational Influence On Brand Attitude

With the rapid progress of information and networking technology,consumers receive more diverse information of the brands than ever before,and new products,consumption ideas and consumption values are constantly emerging.Because of the independence and a better ability to accept new things and new information,children in Chinese traditional family may affect their parents on consumer behaviors.The reverse intergenerational influence in this paper refers to the impact of children's consumption cognition,beliefs,values and consumption skills on their parents,consumer behaviors.Currently,most of the researches focus on the positive generation of parent,and a small number of scholars study on reverse intergenerational influence.Then,How does the reverse intergenerational influence affect brand attitude?And whether it will affect brand attitude indirectly through other ways?Some studies have shown that brand relationship is an important front factor of brand attitude,and brand relationship quality is one measure of brand attitude.Therefore,taking it as the theoretical point,this paper dissects the relationships among reverse intergenerational influence,brand relationship quality,and brand attitude to supplement the theory and provide practice guidance for brand managers.Firstly,this paper analyzes and summarizes literatures.With the brand relationship quality as the intermediary,this paper states the relationships among the three to construct a theoretical model which includes the impact of reverse intergenerational influence on brand attitude.At the same time,according to the relevant literature,the writer compiles the survey scale needed for this research.The reverse intergenerational influence is studied fiom three dimensions:consumer communication,consumer recommendation,consumer innovation.The brand relationship quality is also studied from three dimensions,such as satisfaction,trust and promise.The author studies brand attitude by using single dimension.Finally,this paper carries out the reliability and validity analysis by using sample data from the questionnaire survey,and verifies theoretical model and hypothesis.The research results of this thesis show that:1.The consumer communication,consumer recommendation,consumer innovation of reverse intergenerational influence have a prominent positive effect on the brand attitude,and consumer communication influences brand attitude most,followed by consumer innovation and consumer recommendation.2.Reverse intergenerational influence have a prominent positive effect on the brand relationship quality.Consumer communication has a significant positive effect on the satisfaction,trust and promise of brand relationship quality.However,the impact of consumer recommendation on promise is not significant.3.The satisfaction,trust and promise of brand relationship quality has the remarkable positive influence to brand attitude.Trust affects brand attitude greatly.4.It has been verified that brand relationship quality plays a partial intermediary role in the impact of reverse intergenerational influence on brand attitude,which also explains the path of impact in a way.